CNW Group Launches New Social Media Tool
Enables Clients to Impact Non-Traditional Media
August 13, 2008 @ 09:00AM
CNW Group, Canada's leading news and information distribution provider, today launched an important social media tool to connect clients to the world of non-traditional media.
Evolving from the current Multi-Media News Release, the "Social Media Release" takes the four basic platforms; print, audio, video and Internet, and gives customers access to a host of new, online news distribution features. It not only expands the reach of a standard press release into online channels, it increases visibility among more traditional media by providing features such as pre-approved quotes, links to related content, two-way conversations via a comment box, etc.
"It's imperative that our customers understand that the Social Media Release is most effective when it is included as one component of an overall communications strategy," said Nicole Guillot, Vice President New Products. "The ability of organizations to communicate a consistent message to a broad range of audiences and enable them to have a conversation on the subject in question has never been easier."
From the beginning, CNW Group took a strategic, measured, approach to social media, conducting extensive research into client needs and collaborating with a number of recognized experts within the online community. Many of these "thought leaders" agree that social media is most powerful when it is combined with more traditional forms of information distribution.
Brian Solis, Principal of FutureWorks and blogger at PR 2.0(http://www.briansolis.com, http://www.future-works.com) sees the Social Media Release as a new channel in today's PR world, partnering with traditional press releases and not replacing them; "Social media releases can complement your outbound communications strategy by bridging your story with the people you're trying to reach. For bloggers and online journalists, SMRs also aggregate social media elements from across respective networks into one resource hub using the media elements that will more effectively engage readers."
CNW Group's history of innovation and market leadership enables clients to combine social media strategies with a broad range of other services unique to the company. "Services such as Webcasts, Podcasts, Photos, Broadcast Services, Video-On-Demand, etc. were pioneered by CNW Group in Canada and have continued to evolve," said Carolyn McGill-Davidson, Senior Vice President, Sales & Marketing. "Similarly, as online news distribution evolves, CNW Group is committed to developing and enhancing its products and services to meet customer needs," she added.
CNW Group can manage all elements of a Social Media Release, provide in-house audio and video production and consultation for scripting, interviewing and editing.
Quotes
"It's imperative that our customers understand that the Social Media Release is most effective when it is included as one component of an overall communications strategy. The ability of organizations to communicate a consistent message to a broad range of audiences and enable them to have a conversation on the subject in question has never been easier."
"Social media releases can complement your outbound communications strategy by bridging your story with the people you're trying to reach. For bloggers and online journalists, SMRs also aggregate social media elements from across respective networks into one resource hub using the media elements that will more effectively engage readers."
"Services such as Webcasts, Podcasts, Photos, Broadcast Services, Video-On-Demand, etc. were pioneered by CNW Group in Canada and have continued to evolve. Similarly, as online news distribution evolves, CNW Group is committed to developing and enhancing its products and services to meet customer needs."
Boilerplate
CNW Group is a global leader in news and information distribution services for professional communicators. Established in 1960, CNW is part of the International PR Newswire network, reaching news outlets in 135 countries worldwide. CNW Group provides electronic news distribution, targeting, monitoring, translation, Webcast and disclosure services to corporate, government, associations, labour, non-profit and other customers worldwide. CNW Group helps Canadian and international organizations to connect with local and global audiences including the news media, the investment community and the general public. CNW Group is co-owned by two news distribution powerhouses: PR Newswire, based in New York City, USA and PA Group, based in London, UK. www.newswire.ca 1.877.CNW.7890
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Christian Aubry
Je reprends ici l'essentiel de ce que je viens d'écrire dans le blogue de Michelle Sullivan (http://snurl.com/eg-smr). Cette évolution du communiqué multimédia de CNW est une bonne nouvelle en soi mais, selon moi, elle n'apporte pas de différence très évidente sur le fond de la communication.
À l'utilisation de canaux multimédias, on ajoute donc les notions de partage et de commentaire? C'est très bien et cela aura forcément une influence rétroactive sur la façon de communiquer l'information corporative. Or, c'est sur ce point essentiel, je crois, qu'il conviendrait de mettre l'accent plutôt que sur les formalités techniques qui l'accompagnent. Qu'on en soit conscient ou non, le fond prime sur la forme, la stratégie commande l'action. Pas le contraire.
Les entreprises seront-elles plus transparentes et socialement responsables avec le "SMR" de CNW ou de ses compétiteurs? Je pense qu'elles seront peu à peu forcées de l'être, oui, mais la tentation sera grande, au moins au départ, de modérer les commentaires au point de les rendre insignifiants et de ne partager que des informations présentées sous leur angle le plus "vendeur" et non dans leur totalité, qu'elles soient diffusées en texte, audio ou vidéo.
La communication responsable telle qu'elle finira par s'imposer d'elle-même, je pense, au cours des années à venir va beaucoup plus loin que ça. Elle se base d'abord sur la pertinence sociale des missions des entreprises, de leur gouvernance et de leurs processus. Elle se déploie ensuite dans une communication plus humaine, plus transparente, se soumettant sans crainte -- mais avec habileté et conviction sincère -- au jugement de ses parties prenantes et de l'opinion. Pourquoi perdre un temps précieux en la faisant évoluer au compte-goutte ?
August 14, 2008 @ 10:07AM
Parker Mason
Bonjour Christian,
Je vous remercie de vos commentaires et d’avoir pris le temps de jeter un coup d’œil sur le communiqué médias sociaux de Groupe CNW.
Je partage votre avis quand vous affirmez que les organismes seront, en définitive, davantage ouverts et transparents, ce qui ne se produira toutefois pas dans l'immédiat. Notre communiqué médias sociaux de même que les commentaires sur l’état réel des choses sont un pas de plus dans la bonne direction.
Hello Christian!
Thanks for your comment and thanks for checking out the CNW Group Social Media Release.
I agree with you that eventually organizations will be more open and transparent, but it won’t happen overnight. Our Social Media Release, with comments on the actual body, are a step in that direction.
August 14, 2008 @ 03:32PM
Todd Defren
Wishing you the best of luck with this effort.
August 18, 2008 @ 09:39AM
James Pew
An excellent addition to an existing compliment of great media products. By offering this social media release component, and making the social media world more accessible for businesses, a contribution is being made to the greater good. Even if indirectly. Companies who opt in for SMR show a greater desire for transparency. While those who opt out may increasingly be viewed with suspicion and skepticism. This is a brilliant step in the right direction for both business and society. Great work Nicole.
Good luck
August 20, 2008 @ 03:36PM
Spence
Great SMPR template, clean, concise, with all the information there.
I've never seen a 'Comment moderation policy' before, but think it's a good idea.
Best of luck.
September 07, 2008 @ 04:44PM
Paul Koidis
this is an interesting model that will certainly grow and evolve over time. It is the future of media and communications. We are all connected.
Paul Koidis
www.gammacom.ca
March 10, 2009 @ 01:17PM
sandeep
Really great! Really this is very good site.
sandeep
May 26, 2009 @ 04:52AM